MISSISSIPPI RUNS DEEP TOURISM CAMPAIGN

Mississippi runs deep. So do our results. Godwin’s 2018 Mississippi tourism campaign generated 90,395 visitors, 93,765 room nights booked and more than $54 million in visitor spending­—all in just six months. This represents a 21:1 ratio of visitor spending to marketing investment. On top of that, the campaign was responsible for an estimated 700 sustained jobs.

Challenge

CHALLENGE

Tell the Mississippi story in a way that inspires out-of-state tourism.

Work

WORK

See the creative campaign that inspired thousands of trips to Mississippi.

Results

RESULTS

The numbers are in. And they’re big. Take a look.

WORK

57 million travelers saw our digital campaign. Scores of others encountered our broadcast TV, sharable videos, social media content, outdoor, radio, print, event branding and public relations. Now, it’s your turn.

Concept

CONCEPT

TV Spots

TV

Social Videos

SOCIAL
VIDEOS

Outdoor

OUTDOOR

Radio

RADIO

Welcome Center

WELCOME
CENTER
BANNERS

Public Relations

PUBLIC RELATIONS

Social Media

SOCIAL MEDIA

Multicultural

MULTI-CULTURAL MARKETING

Event Branding

EVENT BRANDING

Digital

DIGITAL CAMPAIGN

Print

PRINT

CHALLENGE

As Mississippi approached its 200th birthday, the state’s Bicentennial Committee selected Godwin for a major tourism campaign following a competitive national search. The challenge? To tell the Mississippi story in a way that would inspire out-of-state tourism and increase revenue.

To this challenge, we added a few goals of our own:

  • Enhance Mississippi’s image as a significant cultural center for music, history, food, creativity, museums and outdoor experiences
  • Create top-of-mind awareness of our state’s newest major attractions, especially the Mississippi Civil Rights Museum, the Museum of Mississippi History and The Mississippi Arts + Entertainment Experience
  • Drive more traffic to Visit Mississippi’s website and social media channels
  • Increase hotel bookings
  • Increase the average length of stay by one night

Every decision we made — from the “Runs Deep” creative concept, to the meticulously targeted digital campaign, to the stories pitched through public relations — paid strategic support to our challenge and our goals.

RESULTS RUN DEEP

CAMPAIGN PERFORMANCE

IMPACT ON LOCAL ECONOMIES

Spending on hotels, restaurants, transportation, entertainment and shopping.

local-01-visitors-rooms
local-02-visitor-spending
local-03-jobs-local-tax-revenue

IMPACT ON STATE BUDGET

box-01-visitor-spending
box-02-benefit-ratio
box-03-state-contributions